Advance is counterclockwise when looking down on the distributor cap- - - -opposite the rotation of the rotor. Running or not doesn't really matter. A very slight movement changes the timing a lot, so don't overdo it. The mixture screw at the base of the carb needs to turn slightly CCW to richen the mixture, also.
The "ping" will show up under load, while pulling a long hill at 3/4 to full throttle.
Jerry